Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Transparency Will Be the...
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PROGRAMMATIC EVOLUTION: BE TRANSPARENT OR BE FORGOTTEN
TRANSPARENCY AS THE STRAW THAT BREAKS THE OPAQUE CAMEL’S BACK
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A LITTLE CONTEXT ON YOUR SPEAKER
DATA GEEK
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45% AVERAGE MEDIA REVENUE MAKING ITS WAY TO PUBLISHERS
(SOURCE: IAB)
$6.3B TOTAL ESTIMATED AD DOLLARS LOST TO FRAUD IN 2015
(SOURCE: WHITE OPS)
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A DIFFERING PERSPECTIVE
TRANSPARENCY IS INTELLECTUAL PROPERTY
TECHNOLOGY OPPORTUNISM
MIGRATION OF PROGRAMMATIC TO THE BRAND
• WORKING CAPITAL • AUDIENCE • DISTRIBUTION
• WORKFLOW • ALERTING • EDUCATION
• CONSULTATIVE • NWC EFFICIENCY • DIFFERENTIATION
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TRANSPARENCY… IT’S KIND OF A BIG DEAL
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NOT FOR THE REASON YOU THINK
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BRAND EQUITY MUST BE CHERISHED
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CONTROL YOUR BRAND
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FROM “NUNYA” TO TRANSPARENT
Source: AppNexus/WARC Trust Study (September 2015)
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TRANSPARENCY IS ONLY AS VALUABLE…
TARGET PEOPLE NOT DEVICES
BECOME A DATA MIXOLOGIST
RESOURCE EFFICIENT ANALYTICALLY IMPACTFUL
ampSTOREROOM
WAREHOUSE
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THE SHIFT TO PEOPLE TARGETING
30% AVERAGE REACH DISCREPANCY
(SOURCE: ATLAS)
27% AVERAGE FREQUENCY DISCREPANCY
(SOURCE: ATLAS)
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LEVERAGING YOUR #1 ASSET YOUR RELATIONSHIP WITH YOUR CUSTOMERS
30-40% AVERAGE 1ST PARTY TO COOKIE DATA
MATCH RATE (SOURCE: LIVERAMP)
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TO MAKE PEOPLE TARGETING WORK AT SCALE
• MATCH RATES
• REFRESH RATES
• PII SECURITY
• LOGISTICS EFFICIENCY
amp
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IT’S ALL IN THE BLEND
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GOOD DATA IN…GREAT INSIGHTS OUT
WAREHOUSE
API’S AND DATA CONNECTORS
DATA STANDARDIZATION, PROCESSING AND AUDITING THE FUN STUFF
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DATA, DATA, DATA THAT DOESN’T SOUND VERY FUN
AUTOMATE THE BORING STUFF!
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GET NERDTASTIC
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HOW TO GET JIGGY WITH IT
• TAKE YOUR PROGRAMMATIC PERSONALITY TEST
• IDENTIFY YOUR GAPS
• BUILD A 2-YEAR ROADMAP TO OWN YOUR STRENGTHS
• ASSEMBLE YOUR SOLUTIONS FOR THE GAPS